Jermyn Street Design has been creating clothes that work for well-known, global beauty and fashion brands such as Yves Saint Laurent, Givenchy, Guerlain, Lancôme International, Decleor and World Duty Free for over 33 years.
Three beauty companies who were amongst the first to work with JSD were Max Factor, Revlon and Ives Saint Laurent (who the company still works with since it was bought by L’Oréal in 2008). Another early client, and staunch supporter of the growing JSD business, was Anita Roddick and The Body Shop, both in the UK and in the USA. High Street retailer Boots chose JSD to design a range for its upmarket Pure Beauty stores, including branches in London’s Covent Garden and Canary Wharf in Docklands.
The challenge has always been to honour the brand values while enabling clients to stand out in the busy beauty counters environment. To gain share in the very competitive department store market, where consumers are increasingly sophisticated in their tastes, JSD helped clients to differentiate themselves from the traditional ‘clinical white tunic’ look.
Employees in the beauty industry – whatever their age, size or shape – are fashion aware and want to look good in what they wear to work. Research confirms that recruits to this sector often choose to work where they feel most comfortable with the uniform and the brand.
That’s why progressive beauty brands increasingly recognise the added value of stylish bespoke uniforms as a significant employee benefit. They understand that well designed work wear will also enhance functionality within everyday job roles – and will help to give employees pride in their work. Duty of care issues and the importance of consulting with staff on what they wear at work means that the most beauty companies appreciate the need to develop a close working relationship with a corporate clothing specialist. A specialist that understands implicitly both brand development and the psychology of uniforms.
Good timeless design, quality fabrics and components and the need to understand the client’s budget are the key factors for a successful uniform that will enhance a brand. Recognising the role of employees and the functionality they require from their work wear is also vital. Above all, JSD helps to build brands by creating uniforms that people are proud to wear and that help to promote customer loyalty and recognition.
This article has also featured in Esprit Magazine.